jasmin elena

Info

Is this real or happening in my head?



Raf Coffee
Food & Beverage

Type
Branding + Packaging + Font

Role
Art Direction, Logo, Illustration, Tagline, Print & Digital Deliverables, Font

While working for studio basil.


 Raf Coffee are more than coffee roasters. They are years of experience and relationships coming together to bring the best product. But, it's not just about serving a beautiful cup of coffee, but also the community that brought it all together.

Action
They were after a full rebrand—something playful, with animals as a nod to their original identity. With a strong emphasis on transparency and documentation already established on their website, they didn’t want to overwhelm the packaging with information. The focus needed to stay on the coffee.

Reaction
It all started with the tagline: “Good coffee that doesn’t cost the earth.” It perfectly captures Raf’s mission—not only to champion sustainability and equality through its practices, but also to offer coffee at equitable prices. Finding a typeface that felt fresh and exciting, while also evoking a sense of global nostalgia, proved to be a challenge—so we created our own. From there, we developed a flexible logo system that could adapt across applications and evolve with the brand’s needs. Rather than subtly referencing animals, we made them central to the identity. Raf, the friendly warthog is inspired from the original branding, became the face of the brand. Each coffee origin now features its own animal mascot from its native country, paired with a distinctive color, creating an engaging and easily recognizable system.





















Jasmin  ElenaInfo